Close Up has expanded its presence in the digital space. The brand has tied up with Zapak.com, India’s leading gaming portal to launch a web destination for Close Up’s new variant – Fire-Freeze.
The destination encompasses a special interactive video with unique viral features. The video comprises a set of six cool music stars and each music star has an instrument; ranging from the electric guitar to conga. The video allows users to create their own music pieces by playing these instruments on a pre-recorded base track. Users can create their own music and record it at the same time! Once they are done with it, the recording can be shared with friends on Facebook or can be emailed to friends as well.
In addition to this video, the website offers a new game that showcases the Close Up Fire-Freeze attributes. The game involves the user attracting the opposite sex with Close Up Fire-Freeze fresh breath while dodging pesky bosses lurking in the office corridors.
Sanjay Vasudeva, National Head – AdSales, Zapak.com said, "The youth has engulfed the digital space as a part of their day to day activities. Zapak being one of the leading youth destinations in India has been offering the youngsters innovative platforms with engaging and entertaining content. With Close Up being a youth focused brand, Zapak has created a web destination which offers interactivity and unique viral features to cater to this generation’s taste."
Srinandan Sundaram, Category Head – Oral Care, Hindustan Unilever Limited says, “Close Up is a vibrant youthful brand. Digital is a critical medium for establishing conversations with our consumers. This is a start in establishing a wider presence of Close Up in the digital space.”
